The Democratic advocate. [volume] (Westminster, Md.) 1865-1972, 1887-04-23
A Word on Advertising.

A leading clothing firm in Baltimore re-
Gently wrote to the ADVOCATE for terms, &C.,
for advertising, which were promptly sent. A
few days later the firm wrote that they could
not make any contract, first, because the
ADVOCATE did not publish double columns;
and second, because we did not guarantee
certain positions for advertisements.
The letter went on to state that our idea
of conducting paper was 'erroneous," that
it must be the policy Of newspapers, as 1t is
with merchants and business men generally,
to give their patrons what they want, &C.,
and then stated what the New York, Boston,
Cincinnati and other papers do.
The firm may know how to conduct
clothing establishment, but we cannot accept
their notions of conducting a newspaper.
Merchants, it is true, must give their patrons
what they want, otherwise they will lose their
trade; but newspaper business is entirely diff
ferent. Advertisers are not the only people
to be considered in the conduct of paper.
Something is due to the readers. If they are
not pleased circulation drops off, and with
decrease in circulation comes fall in adver-
Using rates. A paper without general bona
fde circulation is worthless as an advertising
medium-henee it is necessary to publish an
attractive and newsy paper, in order to secure
circulation.
If one advertiser is given double column
advertisement, with large type, his competitor
wants the same. Then other business men,
to have their houses conspicuously advertis-
ed, want still larger type and their advertise
ment, run across three columns. Another
will want a cut, and his competitor will insert
still larger one. Thus, in the competition
to excel in conspicuous advertising, the
newspaper becomes an unsightly sheet, filed
with cuts and large type. and in the end no
advertisement is more prominent than
another.
Not only does this sort of advertising mar
the appearance of paper, and is repulsive
to the reading public, but entails greater
labor upon the printer, and is destructive to
presses. The ADVOCATE, nearly eight years
ago, discarded cuts, double columns and
large type. The appearance of the paper was
thereby improved, and advertisers generally,
as well as the readers, are well pleased with
the change. Our home advertisers neither
ask for double columns nor for particular
positions, and are well content with the re-
turn for their investments in the advertising
columns of the Advocate.
We are we'll aware that the ADVOCATE is
alone among country journals in having
established rules and maintaining them. We
have but oneprice to all, and all are treated
alike We do not sell the best positions to a
few and let others take what they can get, but
give all an equal chance. No advertisement
is kept in the same position two weeks in
succession, but is changed about from week to
week, and advertisers are allowed and encour-
aged to change their announcements frequent
ly, in order to keep the paper fresh.
Instead of the change being detrimental,
we will state for the benefit of our clothing
house friend, and others who think they
know how to conduct a paper better than
those who have had long experience, that the
ADVOCATE has steadily advanced in circula-
ton and advertising patronage. All of this
is unsolicited, too. While we are glad to
receive subscriptions and patronage of al
kinds. we never ask for the one or bore bust
ness men for the other. We hold that q
newspaper that is a necessity in community
will be supported by what voluntarily comes
to it. A paper that has to canvass for sub
scribers and solicit advertisements is not
needed, and money spent in advertising in it
is not judiciously used. The ADVOCATES
list is always open to inspection by advertis-
ers, and they can always see what they are
getting for their money. And the business
man who buys space in a paper, without
knowing the circulation, is not alive to his
interests. No man would go to store and
put down the price for a suit of clothes with
outknoying what he was getting; yet business
men do about the equivalent when they buy
space ia newspaper without seeing the sub
scription list.